1.
5 Tipsto Engage Your Customer
with Event-Based Marketing

2.
Customers expect their
favorite brands to know them.
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Really know them.

3.
35%
*Based on a 2015 Econsultancy study, respondents indicated
that most targeted brand communications are irrelevant.
of customers think marketing messages are
“usually relevant” from their favorite companies.*
Yet, only
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4.
advances in event-based marketing technology let brands
detect and understand subtle shifts in customer behavior.
This deeper behavioral analysis, coupled with traditional
detection of overevents, is a powerful combination that can
help you engage customers with the right message
at the right time through the right channel.
Today,
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This deeper behavioral analysis, coupled with traditional
detection of overt events, is a powerful combination that can

5.
Event-based marketing involves personalizing marketing
strategies based on an event in a customer’s life,
responding to their needs at precisely the right moment.
What is
Event-based
Marketing?
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6.
Milestones Engaging with the Brand
Abandoned Shopping Cart
Upgrading Services
Cancelling Subscriptions
Unopened Emails
Events like...
Life Events
Moving
Wedding
Birth of a Child
New Job
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7.
requires a deeper understanding of the customer’s intent
and wants, as well as the reasons behind their actions.
It then leverages this understanding to help personalize
customer interactions with the brand.
Event-based
marketing
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8.
Map your customer journey
across touchpoints
Tip #1
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First there must be data.
The best marketing technology today can capture vast volumes of
real-time interaction data across channels – including web, sales,
loyalty programs, social networks and mobile activity –
providing insights that can be acted on in the moment.

9.
Align opportunities with
your business objectives
Tip #2
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Marketers can significantly improve returns when clear business
objectives are coupled with opportunities behind customer insights.
Tailor event-based marketing to objectives including decreasing
churn, increasing satisfaction, driving up-sell and even addressing
threats from competitors.

10.
The hallmark of event-based marketing is sophisticated pattern detection
that triggers actions based on customer activity – or inactivity – all
coordinated across inbound and outbound channels.
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Map your customer journey
across touchpoints
Tip #3
The hallmark of event-based marketing is sophisticated pattern
detection that triggers actions based on customer activity – or inactivity –
all coordinated across inbound and outbound channels.
Use events to personalize across
outbound & inbound channels

11.
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Capitalize on real-time
customer data & opportunities
Tip #4
Act in the moment. Personalization is based on behavioral targeting for
anonymous visitors as well as improved targeting for known or returning
customers to combine historical customer data and current behavior,
helping to derive the best possible interactions.

12.
The newest capabilities in event-based marketing can detect nuanced
behavioral changes over time, as well as significant changes in real-time.
The latest innovations allow you to:
Choose event-based marketing
technology wisely
Tip #5
• Capture and evaluate large volumes of data
• Source raw data from multiple channels and interactions
• Integrate with real-time marketing technology
• Customize business rules to monitor channels and activities
then tune triggers for optimal response
• Leverage pre-built triggers and automate routine actions
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13.
Event-based marketing is just one of the
multi-dimensional aspects of real-time personalization.
Where are you on the journey towards
real-time personalization?
R E A D T H E W H I T E PA P E R
to learn how to turn customer
behaviors into profits.